As a marketer, one of the most common questions I receive from clients and industry thought leaders is:
Mike, people are just not reading or sharing my content on social media…what can I do?
Here are five quick tips that may answer the question posed above.
1) Is Your Content Relevant?
What is important to you may not be important to your audience. You really need to step back and take a look at your content. Does it present new findings? Is it timely? Could an audience misperceive this content? Is the content digestible?
Relevance is a subjective matter. Open yourself up and let some trusted allies read your content before you publish it. Make sure these are people who are not “Yes Men” and will tell you what you want to hear. Ask for their valued opinions and THANK THEM for offering their assistance. These people might be the very ones who initially herald and more importantly, share your content.
2) Is the Content YOURS?
There is nothing worse for me than being “duped” into reading content that is simply passed along or taken credit for incorrectly. Producing content cannot be seen as a routine task. Consumers of good content really enjoy a PERSONAL VIEWPOINT or OPINION. It’s human nature to be intrigued by others’ thoughts and belief systems. Put yourself out there–put your personal stamp and philosophy out there. The ABSOLUTE WORST thing you could do in content is either plagiarize or “closely borrow” someone else’s ideas, especially without credit.
3) Pose a Question
Here’s a simple strategy: force your audience to engage with your content. Ask them a question that they will feel compelled to respond to. Even if you think you know what the answer or response will be, sometimes you can be surprised.
4) Get to the Point
The best content, in my opinion, is the content that lets you know UP FRONT what it entails. For example, if the topic was “pet peeves” and an author started with, “I believe that all siren and alarm sounds should be banned from the radio.” Well, now I am truly engaged with this content since this in fact is one of my biggest pet peeves of all time. Immediately, unconsciously, the author has won me over, feels my pain, understands me…you can bet that I will continue to read, continue to follow, and continue to share!
5) Ask for the Share
Ask for the share at the end of the content, but in a nice way. “If you have learned something from this post or feel a friend or colleague of yours could benefit from this information, please share it on your own social media platforms. Thank you!”
It’s amazing how people will spread your content if they believe in what you are talking about. Then you can enjoy measuring the ROI of how far-reaching your material is. If it is not reaching far at all, go back to quick tip #1 and make sure you tried to follow these five simple rules.
Thanks! If you find any of the above information valuable and think that colleagues or friends might benefit from it, I certainly would appreciate you sharing it on YOUR social media platforms. Thanks in advance!